Bringing Smiles - Hindustan Petroleum Corporation Limited

Bringing Smiles
HPCL
Corporate Social Responsibility

Chairman’s message
Arun Balakrishnan
Chairman & Managing Director
Any business organisation of today has to include the triple bottom line of People,
Planet and Profit. HPCL pioneered the creation of “creating socially responsible”
business processes to produce an overall positive impact on society through its activities
since 1985. Interestingly it was around the same time when R. Edward Freeman penned
his book Strategic Management: A Stakeholder Approach, and in which he coined the
word “Corporate Social Responsibility”.
I am associated with the HPCL’s activities for a quarter of a century now. We have
worked closely with district administration who knows the developmental needs of the
area and the people. We blend the strengths of our resources and the district
administration’s understanding of the problem, to find solutions. We have been able to
contribute towards society in terms of construction of school buildings, taking care of
basic amenities and giving specialised training to the needy to enable them earn a living.
HPCL puts in plenty of thought while formulating CSR activities. Our primary focus
in CSR is the girl child, juveniles, school dropouts, youth and truck drivers. The projects
have been chalked out with a clear understanding of the problems of these sections of
the society and with the aim of finding solutions to these problems.
I believe that newer projects will have outcomes, spread over decades. The girl
child, whom we are sponsoring, will grow up to be a responsible mother and citizen.
We strongly believe in the benefits of women empowerment. Computer familiarisation
in schools opens up avenues for students from ill-equipped institutions. We will
endeavor to make school drop outs and juveniles, good citizens.
In conclusion, I am reminded of what Wilfred Grenfell said “The service we render
others is the rent we pay for our room on earth”. That’s the way we in HPCL think and
that’s the way we will grow.

Director HR
Corporate social responsibility (CSR) means a commitment by a company to manage
its roles in a society in a responsible and sustainable manner. Especially since the
1980's, CSR has become an increasingly important part of the business environment.
Today, there is a growing perception among enterprises that sustainable business
success and shareholder value cannot be achieved solely through maximising shortterm
profits, but instead through market-oriented yet responsible behaviour
HPCL is one of the first organisations in the country, especially in the oil sector, to
take up CSR activities, dating back to 1985.
The HPCL CSR activities are concentrated more in the area where the organisation
operates. This is in tune with its philosophy to work with all stakeholders and
communities, where the organisation has its operations.
The CSR activities range from working among street and slum children, school
children, girl child and the youth, to health care and drinking water augmentation. These
also extend to relief work during natural calamities at the same time contributing to
education, vocational education, health and hygiene.
Through Hamara Pump, fuel is provided to farmers in the rural areas without
travelling distances and they also find it as a single point outlet for a variety of agriinputs
and farm financing.
The HP Rasoi Ghar is a boon to women in the rural areas. Women, who had to exert
themselves while collecting bio-fuels and had also to inhale obnoxious fumes while
cooking, are now saved the trouble, by the HP Rasoi Ghar, where they are provided with
LPG connections, for them to cook their food at the community kitchen at a nominal
cost. Over 22,000 families benefit every day from the 15,000 HP Rasoi Ghar spread
across the country.
HPCL remains committed to play a key role in society towards a sustainable
development.
Dr. V. Vizia Saradhi

Executive Director HR
The key success factor of CSR of any organisation is not only the funds earmarked,
but the commitment and enthusiasm of the employees of that organisation. Employees
play a major role in the implementation of CSR. This helps the organisation achieve
its objective of making a difference in the lives of the people for whom the activities
are intended.
HPCL is committed to create a positive impact on the society and contribute to socioeconomic
development including measures for improving the quality of life of
underprivileged classes of the society. Every year, substantial financial provisions are
made for the execution of CSR activities.
The organisation meets its societal obligations/commitments by developments in
and around refineries, installations and important markets/business areas; commitments
under the component plan on the basis of the government mandate; focused attention
on marginalised sections of the society and extending help during the times of natural
calamities/needs.
Wherever necessary, HPCL takes the help of expert organisations and individuals for
better implementation of its CSR activities. These projects are voluntarily adopted by
the Senior Managers of CSR as the project owners. There are regular reviews of the
activities to ensure desired outcomes.
HR plays an ownership role for the CSR processes in the organisation, in line with
the corporate objectives.
Dinesh K. Deshpande

CSR Purpose statement of HPCL
Serving the community is the purpose of our business;
Ensuring sustainable business process-financially,
environmentally and socially-is our effort;
Using core competence, expertise and technology of our
business to reach the common people, especially the
underprivileged, is our aim,
Developing capacity in the community is our strategy;
Enhancing human excellence and improving quality of
life is our endeavour.
HPCL’s CSR is not restricted merely to serving
the society, but it starts with responsible and
efficient management of all its operations,
products and services that create positive impact
on the society.
Since 1985, innumerable activities have been
undertaken by HPCL as a part of its CSR.

Unnati
The project is aimed at
providing time bound
computer training
programmes and personal
computers to students in
semi-urban and rural
schools. The training is
given through National
Institute of Information
Technology, (NIIT) and
the students are trained in
computer basics, including
MS Office.
The project is carried out
in Maharashtra, Andhra
Pradesh, Uttar Pradesh and
Rajasthan and 4,000
students are given this
training. The training is
imparted free of charge to
the students and the cost of
the training is borne by
HPCL. The duration of the
training is four to six
months.
The programme has
helped students from the
economically backward
class to get computer
training and their teachers
are happy over the results.

Swavalamban
One of the biggest problems
faced by the country and its youth
is unemployment.
Also most of the youth in rural
areas lack the requisite skills for
the jobs that are available. To add
to this is the shift from agriculture.
Agriculture and agriculture
based activities used to absorb a
sizable section of the population
in terms of employment. The
modernisation of agricultural
methods has reduced the
employment potential of
agriculture.
Mahatma Gandhi emphasised
the development of the rural areas
and maintained that India lives in
its villages.
For the rural youth to be
employed and preferably within
their area, there is a need for them
to be trained in different skills.
There is also a need to make
them capable of being selfemployed
that give them the
means of earning, while at the
same time, it helps create job
opportunities for others.

Orphans are given preference
during selection and school dropouts
are also considered, so that they can
start earning at the earliest.
There are opportunities to be
employed as drivers, nurses and
masons, apart from those in
industrial workshops.
Agro-based sectors also have a
huge potential for employment
generation, but the youth ought to
be trained in those fields.
Having understood the needs of
the youth, HPCL took up the
challenge of training youth in
different skills to make them
employable or for them to start their
own enterprise.
Such training is being given to
1,800 youth in locations like
Hyderabad,
Chandigarh,
Visakhapatnam and Bihar.
The project is implemented in
association with the Confederation
of India Industry (CII) and the
training does not earn the
beneficiaries any diploma or
certificate, but makes the person
capable of using the skills, acquired at
such training, to earn a living. They
are also trained in customer
relationship. The 1,800 youth trained
have already started earning.
Unemployed youth from
families, whose income is not over
Rs 10,000 per month, are given
vocational training in trades like
plumbing, automobile repairing,
welding, fabrication and electrical
installation.

Muskan
Street children are most vulnerable and need to be protected
from falling into bad company or from getting involved in antisocial
or criminal activities. They also need a shelter, a caring hand
and proper training to make a good career. The Muskan project,
executed in association with Prayas, does just that.
Two hundred street children have been provided shelter at
Tugalkabad and Jahangipuri from Delhi state. They are provided
basic needs like food, clothes, shelter, health care, education and
vocational training.

The aim of Navjyot is to
improve the health index of
children by providing them
health care, which would in
turn ensure that they do not
drop out of school for health
reasons.
Navjyot
Implemented with the help
of Navjyoti Foundatiuion of
New Delhi, 3,100 children
are beneficiaries of the
project.
They are provided health care facilities, referral
services through regular health check up camps,
rehabilitation for slum families and training
programmes, which include family planning
programme.
The children are taught to keep themselves
clean, especially their hair, nose and eyes clean;
that they drink clean water and follow a balanced
diet. The children and their parents are advised on
the need for a balanced diet and wherever
required, a diet chart is worked out on the basis of
the child’s health and given to the parents for
implementation.

Suraksha
The incidence of HIV-AIDS is very high
in the country and among those most
affected, as well as in the high-risk
segment, are the truck drivers and cleaners.
Looking at the gravity of the situation
and given the proximity of HPCL with
this segment of the society, it was decided
to take up a project named Suraksha
(security) to educate the truck drivers and
cleaners about HIV-AIDS and ways of
preventing the diseases. The staff at the
HPCL outlets is identified to be the best
team to educate the drivers and cleaners,
given their constant interaction with this
section of the society.
An MOU was signed with OSERD to
run project Suraksha at 500 HPCL outlets
and in the first phase 128 outlets were
identified in Tamil Nadu, Delhi, Haryana,
Rajasthan, Bihar, Jharkhand and
Maharashtra. The present project partner
is TCIF.
The objective is to arrest the fast spread
of AIDS and ensure the safety of the
members of the families of the drivers and
cleaners. Emphasis is also laid on the fact
that the wives and children of this
segment, suffer for no fault of theirs.
The programme creates a committed
cadre from among the staff at the outlets,
especially along the highways and
through them bring about a behavioural
change in the target group, through
acceptance of safe practices.

Extensive interactive
training was given to
400 members of the
petrol pump staff and
12 HPCL officials. The
training also involved
group discussions and
games.
A survey was carried
out, which helped in
making the project
successful.
Condom vending
machines have been
installed at petrol pumps,
giving the target group
easy access to condoms.

Nanhi Kali
All the beneficiaries of the Nanhi Kali project come from very poor families and
computer training is beyond their means. Domestic work and other pressures prevent
them from indulging in creative and performing arts.
The project gives them a platform to display their creative talents.
The girls are also taken for educational tours, which exposes them to new places and
helps them learn about these places. It is a good combination of study and pleasure.
There has been a marked improvement in the personalities of the 3,600 girl children
beneficiaries of the Nanhi Kali project, which implemented through K C Mahindra
Foundation.

The girl child is provided with
school uniforms, given extra
training and encouraged to
participate in extra-curricular
activities like singing, dramatics
and the like.
HPCL has always been
encouraging the girl child in her
academics as well as to enable
her accomplish her dreams, by
tapping her potential.

Global Warming
Global warming is
another issue bothering
humankind. The fight against global
warming and for the preservation of
ecology cannot be successful without the
participation of the people at large.
The best way to educate the members of the
public is to begin with children. HPCL launched
a project on educating schoolschildren on global
warming. This project was implemented with
Centre for Social Responsibility Leadership as
the operating partner and nearly 20,000
school children were educated on the
causes of global warming.

Dealer Training
HPCL dealers need not have done
MBA to be successful in their business,
as HPCL has designed an effective
four-week Intensive Training
programme, called the Management
Development Programme, meant for
New Corpus Fund Retail outlet dealers.
It is a combination of managerial and
functional module designed to provide
requisite business needs for a new
dealer.
Bankers, as guest lecturers, educate
the dealers on the finance portfolio and
for effective fund management, while
HPCL senior officers and successful
dealers of HPCL share their rich
experiences for better business and
customer handling.

Thus this Mini MBA programme,
as it is fondly called, takes care of the
“Individual learning to collective
learning” and makes the dealer
confident and self supportive to
manage the business well since
inception of the dealership and
equips the participant with all tools
and techniques, both theoretical and
practical, to become a successful
business partner with HPCL.
During 2008-09, HPCL organised
15 such programmes covering 318
new dealers (around 90 per cent
SC/ST dealers). During 2009-10,
more than 500 new dealers are
targeted for training under MDPs.

Rasoi Ghar
Alarge number of people in rural
India do not have access to
modern fuels and have to depend
on traditional fuels like twigs,
animal waste and charcoal.
Women and the girl
children have to spend
plenty of their time
and energy in
collecting of twigs
and firewood from
the forest or open
land; or in make
fuel cakes from
animal waste.
Moreover, during
cooking and boiling
water for bathing they are
exposed to carbon monoxide and
other harmful gases affecting their health.
Given their poverty, these families cannot
afford to buy a hotplate or spend on LPG
connections. Noticing this problem, HPCL
came up with an innovative idea of setting up
Rasoi Ghar, community kitchen, where
women are given LPG connections with
hotplates, for them to use the fuel for a
nominal cost of Rs 4 per hour to carry out
their domestic work. HPCL also provides
utensils in these kitchens and the
beneficiaries have to merely bring their raw
material to carry out their chores.
The Wood Consumption
Study carried out by the
Forest Department of
India revealed,
“…the fire wood
consumption per
household of four
is approximately
4 kg per day.”
To get that
much fire wood,
around 10 small trees
have to be cut, which
would come to 3,600 trees
per annum per lady, who goes to
pick up fire wood. The use of LPG provided
by HPCL helps in saving the trees, apart from
saving the energy and health of the women.
The Rasoi Ghar has become very popular
amongst the women and it has also
contributed in saving trees.
Today there are over 1950 Rasoi Ghar
spread across the country benefiting 22,000
families everyday.
For this activity, HPCL won the Golden Peacock Award in 2005 for CSR
and National Excellence Award for innovative techniques for improving
the access of rural women to a modern fuel.

Benefits of Rasoi Ghar
Reduce Deforestation and
climate change
No one time investment on
LPG connection (deposit/
stove),
Payment according to
usage
Saves time otherwise spent
on collection of firewood
and on cooking
Women can use the time
for Value Added Activities
Girls have more time for
education
Better health and hygiene
for women

Dikshabhoomi
Among the areas of work are adoption of villages, primary education,
health care, drinking water facilities and provision of live stock. There is
a special component plan for the Scheduled Castes and Scheduled Tribes.
In 2005, CSRL were appointed as consultants and a study was carried out
at the major locations to evaluate the CSR activities and the component
plan. The recommendations based on the study were placed before the
CFD/Board and following its adoption projects like Swavalamban,
Muskan, Nanhi Kali, Navjyot, Suraksha, Unnati, Naya Netritva, Bihar
Development and Leadership lectures were launched. Presently,
Swalamban, Muskan, Nanhi Kali, Navjyot, Suraksha and Unnati are the
active projects.
Lakhs of people assemble every
year at the Dikshabhoomi at Nagpur
to commemorate the embracing of
Buddhism by Dr Babasasheb
Ambedkar and HPCL makes
arrangement for free food packets
and water for the visitors.
A sizeable number of visitors are
poor and travel long distances on
the occasion and the free food
packets and water are a boon to
them.
It is also the occasion for the
organisation to organise eye camps
and distribute spectacles to those in
need.
Each year, a large number of
employees of HPCL offer voluntary
services to make the programme
successful.
Chaityabhoomi

Jharcraft
In continuation of its
efforts to improve the socioeconomic
conditions of the
rural people, HPCL has
entered into an agreement
with Jharcraft, an
undertaking of the
Government of Jharkhand,
to promote handicraft and
handloom.
HPCL has agreed to give
space for the Jharcraft
showrooms in major cities.
The first such showroom
was inaugurated in Delhi.
These showrooms help the
rural artisans to sell their
handicraft items and
handloom cloth to people in
the urban areas. The good
display of their work at
prominent places helps them
get a good market. On the
day of the inauguration the
Jharcraft showroom did a
business of Rs 90,000.
In the days to come the
artisans will be able to
augment their income and
that will also encourage
them to display more of the
creative abilities.

For the Handicapped
Under the ST/SC component
plan, scholarships are given
to the blind.
Artificial limbs and wheel
chairs and tricycles have been
provided to the handicapped.

Employment Generation
In Jammu, women have been provided with
sewing and embroidery machines and they are
being trained to work on these machines, which
would in turn help them earn substantial sums of
money.
In Mizoram, it was
observed that women artisans,
who make beautiful items from
bamboo and cane, found it
difficult to transport the raw
materials as well as the
finished goods. These artisans,
who work with an NGO, were
presented a pick-up van for
the purpose.
In Jharkhand too, sewing machines were
provided to girls from the state, who were rescued
from various cities in the country, after it was found
that they were being exploited as domestic workers.
An advanced computer centre has been set up at the Government Boys Middle School,
Lauria in the district of West Champaran, Bihar on January 6, 2010.
To take care of the erratic power supply, the computer centre has a solar power back-up. The
centre has 10 computers with latest configuration, wide LCD monitors and a laser colour printer.
The computers are connected with LAN. The centre has facility for training 20 students at a time.
Over 1000 students from class V to VIII of Government Boys Middle school, Govt Girls Middle
school and all students of Goverment Girls Higher Secondary School, Lauria would benefit from
the centre. Both the schools are located on the same campus.
HPCL has engaged NIIT, a leading computer training institute, to train the students at the
Lauria centre. NIIT will also train the teachers, who will eventually take over the computer training
job.
A similar course in a private training institue would have cost the student around Rs 3,000, but
at the computer centre set up by HPCL the same training is given free to these students.
The centre will help the students in the backward area to use computers and improve their job
potential.
Apart from the computer centre, HPCL has also provided desks and benches to the Government
Girls Middle School, as in the absence of the furniture, the students had to sit on the floor in the
class.

Helping Hand
The CSR activities of HPCL extend up to Jammu
and Kashmir. HPCL has opened a tailoring-cumembroidery
centre at Gura More Smailpur in
Jammu. Sewing and embroidery machines have
been provided at the centre with a teacher. The
free training helps the women, who come to the
centre, earn a living.
HPCL is always in the forefront in coming to
the aid of victims of natural calamities, by
distributing the requisite materials. This is done
in coordination with the district authorities.
Uniforms and other materials are also provide
to school children at the beginning of the
academic year.
Coaching centres have been set
up at different places, like the
one in Ranchi.

From the Desk of GM CSR
No organisation is an island in today’s world and HPCL understands the impact of
interconnectedness of the business and society. It is with this deep understanding that
HPCL is striving not only to create a social impact but also to involve deeply with
social problems, thus making CSR a part of the core area of activities. We realise the
benefits of adopting socially responsible behavior by integrating
Building social capital in the community
Harmonise ecological factors
Add economic value
Our activities are taken up after clearly establishing the elevating impact they will
make for the target group. We follow the dual strategy of working closely with Government
agencies and with NGOs. The experience proves that the methodology has
been very effective to make an impact through our CSR activities.
Since we strongly believe that business and society are very closely interwoven, we
resolve to make HPCL a role model in Corporate Social Responsibility by integrating
our role more with society and its growing needs.
Sonal Desai
GM - CSR
+91-22-22871325
sonaldesai@hpcl.co.in

Printed by Synergy Creations Designed by Image Creator March 2010